Rory Sutherland - Sweating the small stuff and the need for a Chief Detail Officer in every company.

Watched this last night and I think this talk captures what TED is all about.

I am guilty of being conditioned this way. I would often use the excuse of not having a budget to not do stuff, or what might actually be worse, having a budget and feeling I need to spend every penny on doing something big and important, and eye catching.Now I don't have any money so I have to look at problems a little differently.

Rory's point about the need for senior execs to justifiy their inflated position and salary by doing big things - by making their mark - is very true.

This is where market research comes in. By understanding the small details and subteties that make the customer experience what it is. These small points are often missed by the senior managers who are a long way from the "transaction" with the customer.

Take some time to watch him speak then watch his other TED talks, very enjoyable.